People Also Search For in SEO: What It Means, Why It Matters? 

Updated for 2026 SEO trends and evolving Google search behaviour.

“People also search for” is a strategic SEO feature that reveals user behaviour and patterns. For marketers, it presents an excellent opportunity to identify essential keywords, create valuable content around these terms, and address content gaps with the help of such keywords. Although this box appears at the end of the search results page, it holds significant value and is an excellent feature for understanding the intent of potential consumers. There is a lot to discover about this topic that you will uncover via this blog post, and you will realise how people also search for it as a prominent feature from an SEO perspective. 

What Is “People Also Search For” in SEO? 

“People also search” is a set of terms or keywords that users will likely also search for when entering a specific query or keyword in the Google search bar. These appear at the bottom of the search page and provide more information about user intent and behaviour. These terms or keywords are generally searched by different users, hence appear as “people also search for” at the end of the search page. In SEO, it plays an important role, as these keywords provide insight into user behaviour, and drafting content around such terms means covering all the information that a user has been searching for in one place. It helps in building topic relevance to a larger audience and increases the likelihood of improving ranking in search engine result pages. 

What Is the Difference Between People Also Ask and People Also Search For? 

People also ask and “people also search for” are two different concepts. However, confusion prevails between these features. So, to avoid this confusion, we have differentiated between them to gain better clarity. 

People Also Ask	People Also Search For
It appears as a drop-down question within the main search results.	It appears at the end of the search engine results page.
It showcases related search queries or questions that users have asked.	It showcases the relevant keywords a user searches for.
It is excellent for those who want to rank with question-based queries or featured snippets.	It is excellent for those who want to deliver content with depth and relevance.
It provides immediate answers that users have been looking for.	It offers related searches, but not immediate answers.

These are the differences between PAA and PASF. Now that you have clarity on this feature, it is time to explore how it actually works and what factors are considered before displaying keywords or terms at the bottom of the search page. 

Which Factors Does Google Consider Before Displaying People Also Search For? 

Google does not randomly display “people also search for” in the search results. There are various parameters it takes into consideration before showing any results. Therefore, you need to understand how it displays such suggestions, so you can determine which terms or keywords to include in content that will make a lasting impression on your audience. 

Check the Blog: What are LSI keywords

Search History 

Google considers users’ search history and behavioural patterns to suggest terms or keywords displayed below. Based on this approach, you have a better idea of what is your target audience pattern is to draft any piece of content. 

User Interaction 

User interaction also plays a vital role in PASF. If a user clicks on a specific page and quickly returns to the search engine results page, it indicates to Google that the answers the user has been looking for weren’t met. Thus, based on this pattern, the search engine refines the result and shows other results that would provide more value to a user. 

Check: difference between internal and external link

Query Relevance 

Query relevance works out on semantic relationships. It means Google shows words and phrases that meaningfully connect, despite not fully considering what a user has manually typed in the search box. Even if the phrase or a query is different, it will showcase results that interconnect with each other. 

Device Type 

Device type amends the “people also search for” section. The results displayed on phone and desktop can vary, even if you put the exact term or keyword. Google tailors the PASF experience based on user interface and screen size. For example, you will likely observe short-term and compact keywords. On the other hand, on a desktop, long-term and full suggestions are observed more often. 

Search Intent 

Search intent also depicts what a user will likely see in the “people also search for.” The intent can be informational, navigational, or transactional. Thus, based on the intent, the search engine displays the result. For example, if you search for the best phones under Rs 15000, the “people also search for” section will likely display top phones under Rs 15000, as well as the best phones under Rs 1500, as recommended by experts. 

These are some factors a search engine will consider before displaying “people also search for.” So, based on such insights, you can assume what you should likely include in content. But have you ever wondered what role they play in appearing on the search page from an SEO perspective? If you haven’t already, the next section will probably provide you with all the answers. 

How PASF Influences User Search Behaviour

“People also search for” plays a major role in shaping how users explore information on search engines. Instead of ending their journey after one query, users are encouraged to continue refining or expanding their searches.

Encourages exploration of related topics

PASF introduces users to queries they may not have initially considered. This leads to broader topic exploration and deeper understanding, especially for informational searches.

Refines vague or unclear queries

When users are unsure how to phrase their question, PASF acts as a guide by suggesting alternative or more precise queries. This helps users reach relevant information faster.

Extends search sessions

By offering additional search paths, PASF increases the likelihood of users spending more time researching a topic. This extended engagement signals value and relevance to search engines.

Influences purchase and decision-making behaviour

For transactional searches, PASF can display alternative products, price comparisons, or expert recommendations. This directly impacts buying decisions and comparison-based searches.

From an SEO perspective, understanding these behavioural patterns helps marketers structure content that matches how users naturally search, explore, and make decisions.

Why Is PASF Important from an SEO Perspective, or Why Does It Matter? 

“People also search for” is essential from an SEO perspective as it helps boost rankings. Want to know how PASF makes it possible? If so, review the following points. 

Provides Competitive Advantage 

PASF provides an advantage over other competitors if they haven’t used it. If your competition has structured the content meaningfully, it follows a clear structure, answers the relevant queries, and utilises primary and secondary keywords, but has overlooked the use of PASF, you can turn this opportunity into a chance. By addressing users’ queries in a structured approach and incorporating PASF, you can effectively outperform your competitors. 

Reduces Bounce Rate 

The inclusion of “people also search for” means you have likely addressed what a user has been searching for in your content via subtopics, frequently asked questions, conclusion, body, or introduction. It definitely means a user will get all the information in one place. This improves user experience and reduces the bounce rate. 

Improves Internal Linking 

Discussing diverse topics related to the primary keyword, due to PASF, also means including other pages on your website. Thus, this improves internal linking, which is good from an SEO perspective. The search engine understands the relationship and authority of different pages, which improves the ranking and boosts traffic. 

Targets Unused Keywords 

From an SEO perspective, using all relevant keywords is essential. The tools and competitor analysis can help you spot the vital ones, but not necessarily all of them. It is where PASF comes into context. It helps to identify other important keywords that should be included in a content piece. In a nutshell, incorporating all keywords naturally into the content improves traffic and results. 

These points highlight the importance of PASF, but there is something you are still missing: how to effectively utilise such terms and keywords in your content. Hop on to the next section to understand it in detail. 

How to Make the Best Use of PASF for SEO? 

“People also search” plays a crucial role in content optimisation. Therefore, it is essential to understand how to optimise its use for ranking in search engine results pages. 

Cluster Keywords 

Clustering keywords around the primary keyword actually helps. Know your primary keyword and search for related keywords. Form a cluster of keywords that fall in one category. You can create subtopics around such keywords, which help expand your topic and assist Google in recognising your content as valuable. 

Also Read: What is Keyword Cannibalization

Use Long-Tail Keywords 

Long-tail keywords have high search intent and come with low competition. Thus, including them in the meta title, meta description, alt image text, internal anchor links, and headings helps search engines crawl your content more efficiently. It helps users get answers to what they have been searching for via your content. 

Include PASF in FAQ’S 

Frequently asked questions are an integral part of every content. Thus, beyond on-page SEO elements and body paragraphs, the usage of “people also search for” in frequently asked questions increases the scope of ranking high in search engines. It also increases the likelihood of ranking in snippets, voice searches, and answer engine optimisation. 

Monitor Performance and Update Regularly 

“People also search for” continues to evolve in response to search trends. Therefore, it is essential to monitor performance based on how well the content performs with specific keywords. If you do not see improvement in ranking, changes in content structure and people also search for can likely help. Therefore, monitor the results and make any necessary updates to optimise rankings. 

It is how you can make the best use of PASF. So follow these points, but there is a tendency to also commit mistakes even after knowing the right strategies. Therefore, discover the mistakes, too, for winning the SEO game. 

How PASF Fits into a Broader SEO Strategy

Optimising content for “people also search for” should not be treated as a standalone SEO tactic. Instead, it works best when integrated into a broader SEO strategy.

Supports keyword expansion and topic clustering

PASF helps uncover semantically related keywords that strengthen topical authority. When combined with pillar pages and cluster content, it improves site structure and relevance.

Enhances content depth and quality

Including PASF-driven subtopics ensures your content addresses multiple related queries in one place. This aligns with Google’s preference for comprehensive, high-value content.

Improves internal linking opportunities

As PASF introduces related topics, it naturally encourages internal linking between relevant pages. This improves crawlability, distributes link equity, and enhances user navigation.

Aligns with search intent optimisation

PASF keywords often reveal different stages of user intent. Mapping these keywords correctly helps create intent-focused content that improves engagement and conversion rates.

Strengthens SERP feature visibility

By addressing related searches clearly and structurally, your content becomes more eligible for SERP features like People Also Ask, featured snippets, and related search suggestions.

Tools to Track and Measure PASF Keyword Performance

Tracking the performance of “people also search for” keywords is essential to understand what is working and where improvements are needed.

Google Search Console

Google Search Console helps identify queries that generate impressions and clicks. By analysing related search queries, you can spot PASF-driven keywords that are already bringing visibility.

Google Analytics (GA4)

GA4 provides insights into user behaviour, including bounce rate, engagement time, and conversions. Monitoring these metrics for PASF-focused pages helps evaluate content effectiveness.

SEO Tools (SEMrush, Ahrefs, Moz)

Third-party SEO tools help track keyword rankings, discover additional PASF-related keywords, and analyse competitor strategies. They also provide data on search volume and competition.

Performance comparison

Compare PASF keyword performance with primary keyword traffic. Metrics like session duration, pages per session, and conversion rates indicate how valuable PASF traffic is.

Regular tracking ensures your content remains aligned with evolving search trends and helps maintain strong search engine rankings.

What Are the Common Mistakes People Make with PASF?

While “people also search for” is a powerful SEO feature, incorrect implementation can limit its effectiveness.

Keyword stuffing

Overusing PASF keywords disrupts content readability and can trigger search engine penalties. Keywords should always be included naturally and contextually.

Poor content structure

Ignoring headings, subheadings, and logical flow makes it difficult for search engines to understand topic relevance. PASF keywords should be distributed across H2s, H3s, and body content.

Misalignment with search intent

PASF keywords can represent different intents. Mixing transactional and informational keywords within the same content often leads to poor engagement and low rankings.

Focusing only on high search volume

High-volume keywords usually come with intense competition. Long-tail PASF keywords with clear intent often deliver better engagement and conversion opportunities.

Not updating content regularly

PASF suggestions evolve with search trends. Failing to update content regularly can cause rankings to decline over time.

Also Read : search google or type a url

Wrapping Up 

We hope that, so far, we have shed enough light on how “people also search for” plays a prominent role in strengthening keyword strategy, on-page optimisation, and expanding topic authority. So, next time you work on any piece of content, do not forget the importance of PASF. It improves the chances of content expansion that can make your website stand out from others. So, if you’re focused on driving traffic by creating unique content but get stuck along the way, we have a solution for that as well. Whether it’s the smart inclusion of PASF into content or gaining clarity on SEO vs SEM, connecting with Affrise Media can really help. We are a 360-degree marketing agency that provides an end-to-end solution for every domain of digital marketing, offering valuable support to your brand. So, wait no more and connect with us today to get your brand noticed by potential customers with the help of relevant and user-focused content. 

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